Tortilla has returned to the Deliveroo platform as it looks to broaden customer reach and strengthen its delivery proposition.
The fast-casual Mexican restaurant group, which also partners with Uber Eats and Just Eat, previously ended its collaboration with Deliveroo in February 2024 after it said delivery commission charges had “challenged margin profit”.
However, recently-appointed Tortilla CEO Brandon Stephens said the chain was “pleased to be partnering with Deliveroo again”, adding that this multi-aggregator arrangement will allow the brand to “serve customers more conveniently”.
The renewed partnership builds on the group’s established working relationship with the rapid delivery firm and provides access to Deliveroo’s customer base, technology and marketing capabilities.
The multi-aggregator arrangement is expected to be rolled out across a significant proportion of Tortilla’s UK company-owned restaurants.
“Delivery remains an important and complementary channel for Tortilla, and this new multi‑aggregator arrangement reflects our disciplined approach to accessing incremental demand while retaining operational and commercial control,” said Stephens.
Deliveroo chief revenue officer Rob Harris added: “We are excited to welcome Tortilla back to Deliveroo and we look forward to partnering with Tortilla to achieve their growth ambitions. It’s a partnership that’s about more than delivery; it’s about reaching new customers and building a loyal customer base together through innovative initiatives and offering great value to Deliveroo Plus subscribers.”
It comes after Stephens, who founded the chain in 2007 and previously served as CEO until 2014, was appointed as group CEO last month to lead the company’s “next phase of development”.
This formed part of a wider leadership team reshuffle, with former Leon MD Mac Plumpton joining as UK CEO; Marta Pogroszewska, who previously held the position of MD at Gail’s parent company Bread Holdings, joining as a non-executive director; and Mexican chef Edson Diaz-Fuentes joining as food ambassador.
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